THE PROJECT:
In 2019, Air Max Day at Nike Soho was in celebration of the Air Max 720 release and my role in the activation was all about graphic design. I was responsible for designing window neons, staff dress, graphic detailing and an apparel capsule to accompany footwear launch.
Like many of the Nike Soho activations, we placed large campaign-specific neons in the windows as attract level messaging, which I am traditionally tasked with designing. For this project, the goal was to hit consumers over the head with the campaign messaging while being relevant to the retail concept of a secret laboratory.
For this occurrence of Air Max Day, creating a Nike branded lab coat and apron for laboratory staff dress seemed like an obvious win. The apparel capsule was given to me with a fair amount of freedom. Though we had a great visual center to work with, I had a fair amount of creative license in designing the apparel capsule. In spirit of the store’s “top secret innovation lab” concept, my approach to the apparel graphics was to play up the aesthetic of redacted research documents and leverage gritty sport research lab photography.
MY ROLE:
-Window Neons
-Staff Dress
-Apparel Collection
-Graphic Detailing